President’s Choice wants to make sure shoppers have a savoury summer.
The Loblaw-rwned brand has launched its Summer PC Insiders Collection—a roundup of products for the summer.
The Insiders Collection is based on Loblaw’s long-running Insider’s Report—a flyer introduced in the early 1980s by Loblaw’s late executive Dave Nichol.
Last November, Loblaw relaunched the Insiders program as the PC Insiders Collection—a curated list of products for the holiday season. Now with summer on the way, the Insiders Collection is turning its attention to backyard fun and picnics.
“We reimagined the program and created a really immersive online platform that’s a reflection of the type of experience our consumers are looking for,” said Cheryl Grishkewich, vice-president of control brand marketing at Loblaw. “Digital is really the go-to place for information and food inspiration.”
President’s Choice has curated a selection of products for the summer on the PC Insiders Collection website, including seasonal favourites along with 45 new products launched specifically for the collection. New products include PC Organics Lemonade, a beet hummus, an orange cream pie and slow-smoked brisket beef burgers.
Online, the products are curated into different categories and occasions including BBQ, picnic, road trip and summer nights.
Loblaw is conducting in-store demos to promote the collection, and has printed cards and in-store signage to highlight its must-try products.
Ads are running on TV and through President Choice’s social media channels to promote specific products and the collection.
This article originally appeared at CanadianGrocer.com.
